Adweek summary of Sharapova / Nike 'I Feel Pretty' ad

So is this ad grating on your nerves yet? Funny? Stupid? Here's Adweek's comments...

Released just in time for Sharapova's highly anticipated matches at the U.S. Open, the spot is as irresistible as "I Feel Pretty,'' the song from West Side Story featured in it. (The "pretty, witty and gay" line seems to be omitted, however.)

It's an entertaining and memorable spot, but as peppy as the song is, the device used for presenting it—different people coming into the frame to sing each successive line of the song—is tired, tired, tired. There are at least two other spots on the air now doing the same thing. But it's Nike, so the timing and the cuts are flawless.

And to be fair, there is an extra twist—the genius of the spot is the way it plays off the "pretty" lyrics. Sharapova is currently ranked No. 4 in the world, and with her recent victory at the Acura Tennis Classic, she's just won her 12th career title. Yet at the same time, there's no denying that she has become the highest paid female athlete in the world, with the lion's share of the money coming from endorsement deals because of her supermodel bod and Gwyneth Paltrowy good looks. (She just signed a lifetime deal, reportedly in the $20 million range, with Prince, and she also endorses Tag Heuer, Motorola, Parlux, Sega and Land Rover, to name a few, in addition to Nike.) Adweek